Consumer Purchase Behaviour towards Foreign Made Ethnic Wear

The purpose of the study is to examine the Indian consumers purchase intention towards foreign made ethnic wear especially saris through the composite framework which includes variables like actual purchase and demographics. On other hand, the study aims to fulfil the scarcity in viewing 'foreign made' perspective of ethnic wears and also to contribute to the Indian consumer behaviour literature. A survey questionnaire was employed to derive data from 163 respondents who were identified through judgement sampling technique. The data were examined through SPSS 20.0. With some limitations, the variables had significance in explaining the results of overall model. On other hand, the results had shown that Indian consumers have positive attitude towards foreign made sari. The influence of variables has plethora of implications for both academic and managerial view.